Writing director
I love working with brands to make things that people connect to.
As a writing director at Work & Co, my daily practice is about embodying a brand in digital product, and creating narrative flows that best serve users. Recent clients include Pandora, LOEWE, and Decathlon.
I’ve also worked with Instrument, AKQA, R/GA, Wieden+Kennedy, and AnalogFolk to make work for brands like Nike, Google, Medium, and Patagonia. I’m a strategic thinker that flexes across digital product, campaign, and editorial, and loves to lead copy teams.
Here are a few favourite projects:
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Ultra Sound by Nike (M)
A 5-episode YouTube series for Black moms-to-be about the challenges and joys of Black motherhood today.
As writing director, I led the concepting, writing, and editing of the video series, galvanising the cast and crew along the way. My project manifesto was used as the series trailer. A dream production where many (good) tears were shed.
Agency: Instrument
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Nike Kids - Keep kids moving
Editorial content series to help parents keep families active, published across the Nike App, social channels, and Nike.com.
My role was to concept and edit stories featuring parent and children athletes. A highlight was surprising a young boxer with meeting her Olympic hero.
Agency: Instrument
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Google Fi
A phone plan with a difference. A website relaunch for a unique mobile phone offering.
Working super-close with strategy, we restructured the site content to simplify it for users. And with design, we worked together to balance how copy and imagery delivered key messages.
Agency: Instrument
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Google X
Attracting the greatest scientific minds in the world to a moonshot factory. A Careers redesign for Google X.
We sweated wireframes and headlines to land on the perfect careers page to speak to some of the world’s most ambitious thinkers.
Agency: Instrument
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Nike App
Everything you want from Nike, all in one place.
Creative Lead for a team of designers and copywriters for the launch of the Nike+ app, making hundreds of cut-through stories at fast pace in close collaboration with the client.
Agency: AKQA